SlideShare a Scribd company logo
Repped
30 DAYS TO A BETTER ONLINE REPUTATION

Andy Beal
Copyright © 2014 by Andy Beal.
All rights reserved. No part of this publication may be reproduced,
distributed or transmitted in any form or by any means, including
photocopying, recording, or other electronic or mechanical
methods, without the prior written permission of the publisher,
except in the case of brief quotations embodied in critical reviews
and certain other noncommercial uses permitted by copyright law.
For permission requests, write to the publisher, addressed
“Attention: Permissions Coordinator,” at the address below.
Andy Beal/Marketing Pilgrim LLC
8711 Six Forks Rd, #104-200
Raleigh, NC 27614
www.andybeal.com
Ordering Information:
Quantity sales. Special discounts are available on quantity purchases
by corporations, associations, and others. For details, contact the
“Special Sales Department” at the address above.
Repped / Andy Beal. —1st ed.
ISBN 13: 978-1493698066
ISBN-10: 1493698060
For my beautiful wife Sheila. It would take an entire book to fully
express just how much I love you.
Contents
 
Acknowledgements..................................................................................... I	
Foreword .................................................................................................. III	
Introduction.............................................................................................VII	
What is Online Reputation Management?.............................................. 1	
There’s No Such Thing as Multiple Reputation Disorder ..................... 7	
Understanding Your Online Reputation Goals .................................... 11	
The Reputation Six .................................................................................. 15	
Actively Listen .......................................................................................... 21	
Finding Your Centers of Influence ........................................................ 27	
Empowering Others ................................................................................ 33	
Setting Up and Building Your Social Media Profiles............................ 39	
Keeping the Search Engine Spiders Happy............................................ 45	
Congruence is Key to a Solid Online Reputation ................................. 51	
Create Amazing Content......................................................................... 57	
Funnel Your Fans..................................................................................... 61	
Thank Your Supporters .......................................................................... 67	
Better Press Relations .............................................................................. 73	
Always Be Helping ................................................................................... 79	
Don’t Talk Trash ...................................................................................... 85	
Earning Trusted Reviews ........................................................................ 91	
Auditing Your Google Reputation ......................................................... 97	
Superbrand to Your Reputation’s Rescue ............................................ 103	
Content that Rocks Google’s World .................................................... 109	
The Company That You Keep.............................................................. 115	
Know Your Reputation’s Weaknesses................................................. 121	
Your Reputation Safety Net .................................................................. 127	
Identifying Your Detractors .................................................................. 131
The First Steps When Your Reputation is Under Attack ................. 137	
When You Mess Up, Fess Up............................................................... 143	
The Lifetime Cost of a Detractor ......................................................... 149	
A Reputation Attack Without Merit ................................................... 155	
Cleaning Up the Google Mess .............................................................. 161	
Be Better ................................................................................................. 167	
Conclusion .............................................................................................. 171	
Index........................................................................................................ 173	
About The Author ................................................................................. 179
Acknowledgements
IT HAS BEEN six years since I wrote my first book, Radically
Transparent, and I thought—I may have actually vowed—that I
would never write another book. I simply didn’t have it in me.
Then, during a thirty-minute drive downtown, the concept,
structure, content, and title of a new book came to me. I was on my
way to the Raleigh Rescue Mission, a Christian emergency and
recovery shelter for the homeless where I sit on the Board of
Directors as well as teach ukulele classes. You often hear the phrase
“divine intervention,” but I truly believe this was a case of divine
inspiration. With that in mind, I would like to first thank God for
not only giving me the idea, but giving me the stamina and
eloquence to write Repped.
Very closely behind, I thank my wonderful wife, Sheila. If God is
my rock and foundation, Sheila is the cement that keeps it all
together. She’s my best friend, my encourager, my career counselor,
my spiritual advisor, and my biggest fan. She is the love of my life.
Okay, mushiness aside, let’s get to the folks that helped make
this book a reality. A big thank you to Erin Jones for daring to be
the first person to proofread the raw draft. A thank you to Lisa
Lickel for her final copy edits. Thanks also to Scott Wittig and
Richie Norton for helping me navigate the publishing world as an
author in 2014. I would also like to thank my previous acquisitions
editor Willem Knibbe and my previous coauthor Dr. Judy Strauss—
without their original support I probably wouldn’t now be in the
position to publish Repped. Thanks also to Brian Solis for writing an
excellent foreword to the book.

I
I would like to take time to thank all of my friends for their
support, not just while writing this book, but also during the ups
and downs of my career. I know I will forget someone, but that
doesn’t mean I shouldn’t try! Thanks to Frank and Hope Reed, Mat
and Holly Siltala, Ted and Eleanor Franks, Mike Grehan, Ben Wills,
Lisa Holton, Michael Streko, Michael Gray, David Wallace, Tony
Wright, Chris Brogan, Carrie Hill, Jill Whalen, Dana Lookadoo,
Arnie Kuenn, David Horner, Lee Odden, Scott Stratten, Janet
Driscoll Miller, Joe Hall, Joanna Lord, Brian Clark, Dean Shaw,
Matt McGee, Brett Tabke, Ed Shahzade, Rhea Drysdale, Dave
Snyder, Simon Heseltine, Eric Enge, Martin Brossman, and Kim
Krause Berg.
Wrapping up, a big thank you to all of my family: my mum Val
and my nan Maud; my siblings Mat and Sam, Hannah and Kev,
Royston and Ayshae; and all my wonderful nieces and nephews. Not
forgetting my in-laws: Dickie and Judy; Michelle and David; and
Kelton. And, in loving memory of my father, Trevor, and
grandfather, Harry.
Lastly, if you’ve made it this far, I’d like to thank you, dear
reader. Not only did you purchase this book, but you also read it,
and you read all of acknowledgements above.
Thank you!

II
Foreword
WITH THE SOCIAL web and proliferation of apps, smart phones
and always on Internet access, we are becoming a society of
accidental narcissists. I don’t believe we set out to become selfobsessed and, to be honest, it’s not all that bad. Today’s digital
lifestyle made self-expression not only possible but also acceptable.
Selfies! What once would have been frowned upon as anti-social
and narcissistic is now a form of everyday self-expression. It’s the
new emoticon in many ways.
Sharing our lives is easy and it’s rewarding as friends, family,
and followers react with Likes, shares, comments, et al. With each
update we receive positive reinforcement and are heartened to share
more. We now are at the center of our own universe and with each
day that passes, we share more of our lives and encouragement
pushes our behavior toward extroversion. The words privacy and
publicity now take on entirely new meanings as we place on display
the very thing our ancestors cherished as privileged. With each
update, post, selfie, we share a bit of ourselves that in their own way
contribute to a semblance of our digital persona. This, though,
works for and against us…
Online, just like in the real world, actions and words speak
loudly. Unlike real life, though, your digital footprints are there for
anyone to find on Google, social networks, and in communities.
These disparate pieces are then assembled by employers, schools,
friends, lovers, enemies, and anyone and everyone who wish to
learn something more about you. Whether pure, sinister, or simply
inquisitive, whatever the reason, today these pieces construct a

III
semblance of you and whoever sifts through your online legacy is
left to their own surmise. This is too important to leave to chance.
Online is the new real world. This is your life.
Getting repped is something we should think about but rarely
do. We should be more methodical about what we share and why.
But online engagement is teaching us to think in the moment
instead of anticipating how those moments collect and assemble
into something we didn’t initially foresee. Andy Beal is on to
something here. And, if we each think deeply about it, we are
indeed the masters of our own digital fate by choosing what we
share and how we reward those who guide us online. At the same
time, we are also the beast of our own burden by sharing
whimsically.
As Andy defines, repped is the result of conscious contributions
that are intentionally additive. By investing in positive reputation
updates, whether for you or someone else, ratings rise.
Relationships flourish. Trust builds. Thus, we enhance and shape an
individual’s online profile to a more deserving standing. Again, it’s
intentional.
If we do nothing and continue to post along our merry way, we
become the victim of chance and circumstance. What others see and
assume, the impressions that form, the opinions that arise, and the
decisions they make as a result are defined for us if we do not first
define and reinforce what we want them to be.
Think about it this way. When you look in the mirror, you see a
reflection of who you are right now. What if you could transform
that reflection each day into someone you hoped to see staring back
at you? With Repped, we become architects of our desired reflection.
If heedful, this digital reflection will ultimately work for us rather
than against us. It’s more than how we see ourselves, of course. It’s
the broad strokes we paint in addition to the fine detail that we dab
to paint a portrait that helps us now and in the future.

IV
What separates reality from aspiration are your actions and words.
You earn what you deserve.
It is what we share and how we build relationships that
communicate who we are, not only to those whom we know, but
also those whom we wish to know as well as those who are seeking
to know more about us. It takes work yes. But then again so does
anything that matters in life. Where everything begins though is
what’s important. Most jump into online reputation management
without taking what is quite honestly the most important first
step…connecting the threads of who you are, your aspirations, and
who it is you want others to see.
Now’s the time to consider how you want to be repped. Now’s
the time to consider the value of online reputation management and
come to terms with what you want to invest into and take out of
your digital life and the digital lives of others.
Repped will help you earn digital significance. Equally, Repped
will help you bestow significance unto others. The value you assign
to engagement affects what you place and take out of this so-called
digital life. The value we take away must only be surpassed by what
we invest. This is the foundation for your digital legacy.
Give repped.
Get repped.
Brian Solis (@briansolis), digital analyst, anthropologist and
author of What’s the Future of Business (WTF)

V
Introduction
Repped (verb)—Slang: to add a positive reputation rating to an

individual’s online profile.

WHEN I SET out to write Repped: 30 Days to a Better Online
Reputation, I endeavored to publish a book that would explain the
complex world of online reputation management in a way that was
both practical and easy to understand. In the six years since writing
Radically Transparent: Monitoring and Managing Reputations Online, a
lot has changed. Social media has exploded in growth and just about
everyone has a Twitter account, Facebook page, or some other kind
of socially connected profile. Along the way, we learned that our
voices can carry much further than ever before and if an individual,
business, or organization lets us down we’re not afraid to complain.
Loudly. Relentlessly. Fearlessly.

Who should read Repped?
Repped is for everyone. It’s for the twenty-something, fresh out
of college, who realizes that his student indiscretions are hampering
his job search. It’s for the small business owner who’s trying to build
a loyal customer base that will spread the word about their love for
her products. It’s for the CEO of the Fortune 500 Company who’s
trying to rebuild a tarnished company image. And, Repped is for you,
because whether you realize it or not, you have a reputation to
protect online.

VII
From reputation zero to hero
Repped is written as a 30-day guide. Each chapter is a different
day with a different focus. Just like the “get six-pack abs in a month”
or “get ripped in 30 days” exercise videos that are so popular, Repped
uses a similar approach. Anyone can commit to anything for just 30
days. And, if you follow through on your daily commitment, you’ll
see tremendous results at the end of those 30 days. Instead of
building a ripped body, you’ll build a rock-solid online reputation.
My goal, my hope, is that by reading Repped you will avoid
becoming the next Anthony Weiner, Amy’s Baking Company, or
BP. You’ll learn that a great reputation starts with a great character.
You’ll discover that the key to an amazing fan base is to be an
amazing company. And that the only way you’ll keep your
reputation healthy is to keep listening to your customers,
employees, coworkers, and business partners.
Just like a commitment to follow the exercise videos, building a
great online reputation requires commitment on your part, but give
me just 30 days and I promise you that you’ll get Repped!

VIII
DAY 1

What is Online Reputation
Management?
“Conversations about our brand are happening everywhere, and with
the Internet as the great equalizer, it doesn’t matter if you know the
brand intimately, or if you’ve had just one bad experience, it will be
heard.” —Sir Richard Branson

OVER THE NEXT 30 days, you’re going to take your online
reputation from zero to hero, but before you dive in to the
necessary tactics, it’s important to understand what online
reputation management is, and isn’t.
In Radically Transparent: Monitoring and Managing Reputations
Online, my coauthor, Dr. Judy Strauss, and I spewed thousands of
words in our effort to explain the concept of online reputation
management. That was waaay back in 2008. Thanks to BP (oil spill),
Tiger Woods (affair), and United Airlines (breaking guitars)—to
name just a few—we now live in an age where most people have at

1
2  ANDY BEAL

least a superficial understanding of the need for online reputation
management.
Just in case you call a large rock "home," and you’ve come out
from under it just to read this book, here’s a new definition of
online reputation management in one sentence:
A deliberate effort to increase the number of positive Internet
discussions about you, while limiting the damage of any negative ones.
Easier said than done, right?
Notice that online reputation management is not solely about
manipulating what shows up on the first page of Google. Certainly,
managing the search engine results is a vital part of online
reputation management (we’ll cover that on Day 18), but there’s so
much more that goes into building a great reputation, which you’ll
explore over the coming days.

Why should you care?
Why should you care about your online reputation? Well, if
you’re a farmer in Elbonia* perhaps you don’t need to worry about
what people are saying about you online. And indeed, there are
many individuals and companies that are blissfully unaware of their
online reputation, and likely won’t ever read this. For the rest of
you, a single statistic might just get your attention:
90% of us trust the recommendations of others (Source: Forrester
Research)
Notice, this is 90% of anyone else. Not just friends or family
recommendations, but the recommendations of any random
stranger that happens to have a computer connected to the Internet.
With the rise of social media, you and I have placed our trust in the
endorsements and critiques of complete and total strangers.
Is that fair?
REPPED  3

Ask any business owner with a 1-star Yelp review, or an
individual with a Klout score of 15, and you’ll probably get “no” for
an answer. However, just because your reputation is now being
decided by anyone else but you, doesn’t mean that all is lost. You’re
going to learn how to build, manage, monitor, and repair your
online reputation. How well you succeed will be determined by one
very important factor.
Your character.

How’s your tree?
Were he alive today, our 16th President of the United States of
America, Abraham Lincoln, wouldn’t make for much of a theater
critic, but he might find his calling in the field of reputation
management. To this day, Lincoln has one of my all-time favorite
quotes on the subject:
“Character is like a tree and reputation like a shadow. The shadow is
what we think of it; the tree is the real thing.”

No, this is not a botany lesson. Instead, it’s one of the most
important lessons you’ll learn in your 30-day quest for a better
online reputation. Your reputation will only ever be as good as your
character. Sure, just as hand puppeteers can contort their fingers to
display a bunny shadow on a brightly lit wall, so too could you
manipulate your reputation to be something other than your true
nature. But, how long would you be able to hold that pose? It
wouldn’t be long before your audience realizes that you’re not a
cute, fluffy bunny after all, just a bunch of knuckles and fingernails.
It’s the same with your reputation, but that’s something you can
use to your advantage! As we explore different tactics for improving
your online reputation, keep in mind that by simply being a better
4  ANDY BEAL

person, a better company, a better non-profit, you’ll automatically
start to improve your reputation.
Take care of your tree, and the shadow will take care of itself.

Not just for company brands
What reputation are you trying to improve? Your personal
name? Your company brand? Your products? Your… ?
As you make your way through the upcoming lessons, try not to
get caught in the trap of thinking that some of the advice only
applies to company reputations, or skip a recommendation that you
feel is aimed at individuals. I’ll be sure to point out any strategy that
works better for personal versus corporate reputation management,
but, for the most part, the two are interchangeable. In fact, on Day
2, you’ll see just how closely personal and company reputations are
entwined. What is important is that you actually do something with
the lessons you learn.

Don’t wait for a reputation heart attack
Fellow reputation management practitioner, Tony Wright, is
constantly imploring his clients to be proactive in their reputation
management. He tells them:
“Trying to improve your online reputation during a crisis is like trying
to eat healthy food during a heart attack.”

The absolute worst time to try and improve your online
reputation is during a full-blown reputation crisis. You need to start
right now! Today is the day to start improving your online
reputation, while things are calm, you have the resources and time—
and you’re not trying to put out reputation fires. As we work
REPPED  5

through the next 30 days, start making notes of strategies and tactics
you can implement immediately. Don’t think that you can put off
taking control of your online reputation simply because you don’t
foresee any upcoming issues with your online reputation.
You don’t want to be the farmer in Elbonia whose tree catches
fire while he’s eating a Big Mac and large fries!

Today’s Exercise
Take an honest look at your character and make a note of any
changes needed before trying to improve your online reputation.
*Yes, I am big fan of Scott Adams’ Dilbert comic strip.

More Related Content

Similar to Repped: 30 Days to a Better Online Reputation - Free Extract

All You Really Need to Know About Users You Learned in High School
All You Really Need to Know About Users You Learned in High SchoolAll You Really Need to Know About Users You Learned in High School
All You Really Need to Know About Users You Learned in High School
Eva Willis
 
Youzus episode 5
Youzus episode 5Youzus episode 5
Youzus episode 5
Youzus
 
100 ways to boost yourself confidence
100 ways to boost yourself   confidence100 ways to boost yourself   confidence
100 ways to boost yourself confidence
Tejesh Rao
 
Ceremony Silko Essay Topics. Online assignment writing service.
Ceremony Silko Essay Topics. Online assignment writing service.Ceremony Silko Essay Topics. Online assignment writing service.
Ceremony Silko Essay Topics. Online assignment writing service.
Cheryl Thompson
 
WRITING NUMBERS By
WRITING NUMBERS ByWRITING NUMBERS By
WRITING NUMBERS By
Jennifer Mower
 
penetration test essentials comptia EMERSON EDUARDO RODRIGUES
penetration test essentials comptia EMERSON EDUARDO RODRIGUESpenetration test essentials comptia EMERSON EDUARDO RODRIGUES
penetration test essentials comptia EMERSON EDUARDO RODRIGUES
EMERSON EDUARDO RODRIGUES
 
#ACPA15 SNEAK PREVIEW of What Happens on Campus Stays On YouTube By @equalman
#ACPA15 SNEAK PREVIEW of What Happens on Campus Stays On YouTube By @equalman#ACPA15 SNEAK PREVIEW of What Happens on Campus Stays On YouTube By @equalman
#ACPA15 SNEAK PREVIEW of What Happens on Campus Stays On YouTube By @equalman
Laura Pasquini
 
Good Magazine Article - How to Deal with Peer Pressure
Good Magazine Article - How to Deal with Peer PressureGood Magazine Article - How to Deal with Peer Pressure
Good Magazine Article - How to Deal with Peer Pressure
Zeta Yarwood - NLP Career Coach and Life Coach
 
Carita For President
Carita For  PresidentCarita For  President
Carita For President
Caric555
 
0470542624
04705426240470542624
Manifesting money-and-much-more
Manifesting money-and-much-moreManifesting money-and-much-more
Manifesting money-and-much-more
Dibyendu
 
The Soci@l EBook
The Soci@l EBookThe Soci@l EBook
The Soci@l EBook
Keller Williams Careers
 
Mlb Launch Book Join my Team NOW
Mlb Launch Book Join my Team NOWMlb Launch Book Join my Team NOW
Mlb Launch Book Join my Team NOW
Claudio Suarez
 
Sample Essay About Me.pdf
Sample Essay About Me.pdfSample Essay About Me.pdf
Sample Essay About Me.pdf
Nicole Waters
 
Descriptive Essay Of A Person Outline
Descriptive Essay Of A Person OutlineDescriptive Essay Of A Person Outline
Descriptive Essay Of A Person Outline
Ellen Blackburn
 
LauraSteppPortfolio3
LauraSteppPortfolio3LauraSteppPortfolio3
LauraSteppPortfolio3
Laura Stepp
 
Writing Essay About Your Favorite Sport. Online assignment writing service.
Writing Essay About Your Favorite Sport. Online assignment writing service.Writing Essay About Your Favorite Sport. Online assignment writing service.
Writing Essay About Your Favorite Sport. Online assignment writing service.
Ashley Richards
 
You Are Being Lied To
You  Are  Being  Lied ToYou  Are  Being  Lied To
You Are Being Lied To
Yousef al-Khattab
 
01-11-2020-084536Surrounded by Idiots - Thomas Erikson.pdf
01-11-2020-084536Surrounded by Idiots - Thomas Erikson.pdf01-11-2020-084536Surrounded by Idiots - Thomas Erikson.pdf
01-11-2020-084536Surrounded by Idiots - Thomas Erikson.pdf
Sana Razzak Bari
 
Guitars Essay. Online assignment writing service.
Guitars Essay. Online assignment writing service.Guitars Essay. Online assignment writing service.
Guitars Essay. Online assignment writing service.
Blanca Richardson
 

Similar to Repped: 30 Days to a Better Online Reputation - Free Extract (20)

All You Really Need to Know About Users You Learned in High School
All You Really Need to Know About Users You Learned in High SchoolAll You Really Need to Know About Users You Learned in High School
All You Really Need to Know About Users You Learned in High School
 
Youzus episode 5
Youzus episode 5Youzus episode 5
Youzus episode 5
 
100 ways to boost yourself confidence
100 ways to boost yourself   confidence100 ways to boost yourself   confidence
100 ways to boost yourself confidence
 
Ceremony Silko Essay Topics. Online assignment writing service.
Ceremony Silko Essay Topics. Online assignment writing service.Ceremony Silko Essay Topics. Online assignment writing service.
Ceremony Silko Essay Topics. Online assignment writing service.
 
WRITING NUMBERS By
WRITING NUMBERS ByWRITING NUMBERS By
WRITING NUMBERS By
 
penetration test essentials comptia EMERSON EDUARDO RODRIGUES
penetration test essentials comptia EMERSON EDUARDO RODRIGUESpenetration test essentials comptia EMERSON EDUARDO RODRIGUES
penetration test essentials comptia EMERSON EDUARDO RODRIGUES
 
#ACPA15 SNEAK PREVIEW of What Happens on Campus Stays On YouTube By @equalman
#ACPA15 SNEAK PREVIEW of What Happens on Campus Stays On YouTube By @equalman#ACPA15 SNEAK PREVIEW of What Happens on Campus Stays On YouTube By @equalman
#ACPA15 SNEAK PREVIEW of What Happens on Campus Stays On YouTube By @equalman
 
Good Magazine Article - How to Deal with Peer Pressure
Good Magazine Article - How to Deal with Peer PressureGood Magazine Article - How to Deal with Peer Pressure
Good Magazine Article - How to Deal with Peer Pressure
 
Carita For President
Carita For  PresidentCarita For  President
Carita For President
 
0470542624
04705426240470542624
0470542624
 
Manifesting money-and-much-more
Manifesting money-and-much-moreManifesting money-and-much-more
Manifesting money-and-much-more
 
The Soci@l EBook
The Soci@l EBookThe Soci@l EBook
The Soci@l EBook
 
Mlb Launch Book Join my Team NOW
Mlb Launch Book Join my Team NOWMlb Launch Book Join my Team NOW
Mlb Launch Book Join my Team NOW
 
Sample Essay About Me.pdf
Sample Essay About Me.pdfSample Essay About Me.pdf
Sample Essay About Me.pdf
 
Descriptive Essay Of A Person Outline
Descriptive Essay Of A Person OutlineDescriptive Essay Of A Person Outline
Descriptive Essay Of A Person Outline
 
LauraSteppPortfolio3
LauraSteppPortfolio3LauraSteppPortfolio3
LauraSteppPortfolio3
 
Writing Essay About Your Favorite Sport. Online assignment writing service.
Writing Essay About Your Favorite Sport. Online assignment writing service.Writing Essay About Your Favorite Sport. Online assignment writing service.
Writing Essay About Your Favorite Sport. Online assignment writing service.
 
You Are Being Lied To
You  Are  Being  Lied ToYou  Are  Being  Lied To
You Are Being Lied To
 
01-11-2020-084536Surrounded by Idiots - Thomas Erikson.pdf
01-11-2020-084536Surrounded by Idiots - Thomas Erikson.pdf01-11-2020-084536Surrounded by Idiots - Thomas Erikson.pdf
01-11-2020-084536Surrounded by Idiots - Thomas Erikson.pdf
 
Guitars Essay. Online assignment writing service.
Guitars Essay. Online assignment writing service.Guitars Essay. Online assignment writing service.
Guitars Essay. Online assignment writing service.
 

More from Andy Beal

15 Strategies to Avoid Being Reputation Roadkill, by Andy Beal
15 Strategies to Avoid Being Reputation Roadkill, by Andy Beal15 Strategies to Avoid Being Reputation Roadkill, by Andy Beal
15 Strategies to Avoid Being Reputation Roadkill, by Andy Beal
Andy Beal
 
Advanced Reputation Management - Pubcon Vegas by Andy Beal & Erin Jones
Advanced Reputation Management - Pubcon Vegas by Andy Beal & Erin JonesAdvanced Reputation Management - Pubcon Vegas by Andy Beal & Erin Jones
Advanced Reputation Management - Pubcon Vegas by Andy Beal & Erin Jones
Andy Beal
 
20 Quick Tips to Improve Your Online Reputation
20 Quick Tips to Improve Your Online Reputation20 Quick Tips to Improve Your Online Reputation
20 Quick Tips to Improve Your Online Reputation
Andy Beal
 
The Next BIG Thing: Congruent Marketing
The Next BIG Thing: Congruent MarketingThe Next BIG Thing: Congruent Marketing
The Next BIG Thing: Congruent Marketing
Andy Beal
 
The 11 Laws of Online Reputation Management
The 11 Laws of Online Reputation ManagementThe 11 Laws of Online Reputation Management
The 11 Laws of Online Reputation Management
Andy Beal
 
Social Media Monitoring Foundation & First Steps
Social Media Monitoring Foundation & First StepsSocial Media Monitoring Foundation & First Steps
Social Media Monitoring Foundation & First Steps
Andy Beal
 
50 Reputation Management Tactics for the 50th State
50 Reputation Management Tactics for the 50th State50 Reputation Management Tactics for the 50th State
50 Reputation Management Tactics for the 50th State
Andy Beal
 
Google Reputation Management
Google Reputation ManagementGoogle Reputation Management
Google Reputation Management
Andy Beal
 
The Ethics & Pitfalls of Ghostblogging
The Ethics & Pitfalls of GhostbloggingThe Ethics & Pitfalls of Ghostblogging
The Ethics & Pitfalls of Ghostblogging
Andy Beal
 
PR & Social Media Measurement
PR & Social Media MeasurementPR & Social Media Measurement
PR & Social Media Measurement
Andy Beal
 
Competitive Intelligence by Andy Beal | PubCon 2009
Competitive Intelligence by Andy Beal | PubCon 2009Competitive Intelligence by Andy Beal | PubCon 2009
Competitive Intelligence by Andy Beal | PubCon 2009
Andy Beal
 
SEO for WordPress
SEO for WordPressSEO for WordPress
SEO for WordPress
Andy Beal
 
Affiliate Marketers Guide to Reputation Monitoring
Affiliate Marketers Guide to Reputation MonitoringAffiliate Marketers Guide to Reputation Monitoring
Affiliate Marketers Guide to Reputation Monitoring
Andy Beal
 
Competitive Intelligence by Andy Beal
Competitive Intelligence by Andy BealCompetitive Intelligence by Andy Beal
Competitive Intelligence by Andy Beal
Andy Beal
 
Twitter Tips for Marketers
Twitter Tips for MarketersTwitter Tips for Marketers
Twitter Tips for Marketers
Andy Beal
 

More from Andy Beal (15)

15 Strategies to Avoid Being Reputation Roadkill, by Andy Beal
15 Strategies to Avoid Being Reputation Roadkill, by Andy Beal15 Strategies to Avoid Being Reputation Roadkill, by Andy Beal
15 Strategies to Avoid Being Reputation Roadkill, by Andy Beal
 
Advanced Reputation Management - Pubcon Vegas by Andy Beal & Erin Jones
Advanced Reputation Management - Pubcon Vegas by Andy Beal & Erin JonesAdvanced Reputation Management - Pubcon Vegas by Andy Beal & Erin Jones
Advanced Reputation Management - Pubcon Vegas by Andy Beal & Erin Jones
 
20 Quick Tips to Improve Your Online Reputation
20 Quick Tips to Improve Your Online Reputation20 Quick Tips to Improve Your Online Reputation
20 Quick Tips to Improve Your Online Reputation
 
The Next BIG Thing: Congruent Marketing
The Next BIG Thing: Congruent MarketingThe Next BIG Thing: Congruent Marketing
The Next BIG Thing: Congruent Marketing
 
The 11 Laws of Online Reputation Management
The 11 Laws of Online Reputation ManagementThe 11 Laws of Online Reputation Management
The 11 Laws of Online Reputation Management
 
Social Media Monitoring Foundation & First Steps
Social Media Monitoring Foundation & First StepsSocial Media Monitoring Foundation & First Steps
Social Media Monitoring Foundation & First Steps
 
50 Reputation Management Tactics for the 50th State
50 Reputation Management Tactics for the 50th State50 Reputation Management Tactics for the 50th State
50 Reputation Management Tactics for the 50th State
 
Google Reputation Management
Google Reputation ManagementGoogle Reputation Management
Google Reputation Management
 
The Ethics & Pitfalls of Ghostblogging
The Ethics & Pitfalls of GhostbloggingThe Ethics & Pitfalls of Ghostblogging
The Ethics & Pitfalls of Ghostblogging
 
PR & Social Media Measurement
PR & Social Media MeasurementPR & Social Media Measurement
PR & Social Media Measurement
 
Competitive Intelligence by Andy Beal | PubCon 2009
Competitive Intelligence by Andy Beal | PubCon 2009Competitive Intelligence by Andy Beal | PubCon 2009
Competitive Intelligence by Andy Beal | PubCon 2009
 
SEO for WordPress
SEO for WordPressSEO for WordPress
SEO for WordPress
 
Affiliate Marketers Guide to Reputation Monitoring
Affiliate Marketers Guide to Reputation MonitoringAffiliate Marketers Guide to Reputation Monitoring
Affiliate Marketers Guide to Reputation Monitoring
 
Competitive Intelligence by Andy Beal
Competitive Intelligence by Andy BealCompetitive Intelligence by Andy Beal
Competitive Intelligence by Andy Beal
 
Twitter Tips for Marketers
Twitter Tips for MarketersTwitter Tips for Marketers
Twitter Tips for Marketers
 

Recently uploaded

Oliver Asks for More by Charles Dickens (9)
Oliver Asks for More by Charles Dickens (9)Oliver Asks for More by Charles Dickens (9)
Oliver Asks for More by Charles Dickens (9)
nitinpv4ai
 
Wound healing PPT
Wound healing PPTWound healing PPT
Wound healing PPT
Jyoti Chand
 
A Visual Guide to 1 Samuel | A Tale of Two Hearts
A Visual Guide to 1 Samuel | A Tale of Two HeartsA Visual Guide to 1 Samuel | A Tale of Two Hearts
A Visual Guide to 1 Samuel | A Tale of Two Hearts
Steve Thomason
 
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptxPrésentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
siemaillard
 
Skimbleshanks-The-Railway-Cat by T S Eliot
Skimbleshanks-The-Railway-Cat by T S EliotSkimbleshanks-The-Railway-Cat by T S Eliot
Skimbleshanks-The-Railway-Cat by T S Eliot
nitinpv4ai
 
Leveraging Generative AI to Drive Nonprofit Innovation
Leveraging Generative AI to Drive Nonprofit InnovationLeveraging Generative AI to Drive Nonprofit Innovation
Leveraging Generative AI to Drive Nonprofit Innovation
TechSoup
 
Pharmaceutics Pharmaceuticals best of brub
Pharmaceutics Pharmaceuticals best of brubPharmaceutics Pharmaceuticals best of brub
Pharmaceutics Pharmaceuticals best of brub
danielkiash986
 
Jemison, MacLaughlin, and Majumder "Broadening Pathways for Editors and Authors"
Jemison, MacLaughlin, and Majumder "Broadening Pathways for Editors and Authors"Jemison, MacLaughlin, and Majumder "Broadening Pathways for Editors and Authors"
Jemison, MacLaughlin, and Majumder "Broadening Pathways for Editors and Authors"
National Information Standards Organization (NISO)
 
Bossa N’ Roll Records by Ismael Vazquez.
Bossa N’ Roll Records by Ismael Vazquez.Bossa N’ Roll Records by Ismael Vazquez.
Bossa N’ Roll Records by Ismael Vazquez.
IsmaelVazquez38
 
Juneteenth Freedom Day 2024 David Douglas School District
Juneteenth Freedom Day 2024 David Douglas School DistrictJuneteenth Freedom Day 2024 David Douglas School District
Juneteenth Freedom Day 2024 David Douglas School District
David Douglas School District
 
Electric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger HuntElectric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger Hunt
RamseyBerglund
 
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
GeorgeMilliken2
 
Educational Technology in the Health Sciences
Educational Technology in the Health SciencesEducational Technology in the Health Sciences
Educational Technology in the Health Sciences
Iris Thiele Isip-Tan
 
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
EduSkills OECD
 
Standardized tool for Intelligence test.
Standardized tool for Intelligence test.Standardized tool for Intelligence test.
Standardized tool for Intelligence test.
deepaannamalai16
 
skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)
Mohammad Al-Dhahabi
 
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skillsspot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
haiqairshad
 
How to deliver Powerpoint Presentations.pptx
How to deliver Powerpoint  Presentations.pptxHow to deliver Powerpoint  Presentations.pptx
How to deliver Powerpoint Presentations.pptx
HajraNaeem15
 
Data Structure using C by Dr. K Adisesha .ppsx
Data Structure using C by Dr. K Adisesha .ppsxData Structure using C by Dr. K Adisesha .ppsx
Data Structure using C by Dr. K Adisesha .ppsx
Prof. Dr. K. Adisesha
 
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdfREASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
giancarloi8888
 

Recently uploaded (20)

Oliver Asks for More by Charles Dickens (9)
Oliver Asks for More by Charles Dickens (9)Oliver Asks for More by Charles Dickens (9)
Oliver Asks for More by Charles Dickens (9)
 
Wound healing PPT
Wound healing PPTWound healing PPT
Wound healing PPT
 
A Visual Guide to 1 Samuel | A Tale of Two Hearts
A Visual Guide to 1 Samuel | A Tale of Two HeartsA Visual Guide to 1 Samuel | A Tale of Two Hearts
A Visual Guide to 1 Samuel | A Tale of Two Hearts
 
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptxPrésentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
Présentationvvvvvvvvvvvvvvvvvvvvvvvvvvvv2.pptx
 
Skimbleshanks-The-Railway-Cat by T S Eliot
Skimbleshanks-The-Railway-Cat by T S EliotSkimbleshanks-The-Railway-Cat by T S Eliot
Skimbleshanks-The-Railway-Cat by T S Eliot
 
Leveraging Generative AI to Drive Nonprofit Innovation
Leveraging Generative AI to Drive Nonprofit InnovationLeveraging Generative AI to Drive Nonprofit Innovation
Leveraging Generative AI to Drive Nonprofit Innovation
 
Pharmaceutics Pharmaceuticals best of brub
Pharmaceutics Pharmaceuticals best of brubPharmaceutics Pharmaceuticals best of brub
Pharmaceutics Pharmaceuticals best of brub
 
Jemison, MacLaughlin, and Majumder "Broadening Pathways for Editors and Authors"
Jemison, MacLaughlin, and Majumder "Broadening Pathways for Editors and Authors"Jemison, MacLaughlin, and Majumder "Broadening Pathways for Editors and Authors"
Jemison, MacLaughlin, and Majumder "Broadening Pathways for Editors and Authors"
 
Bossa N’ Roll Records by Ismael Vazquez.
Bossa N’ Roll Records by Ismael Vazquez.Bossa N’ Roll Records by Ismael Vazquez.
Bossa N’ Roll Records by Ismael Vazquez.
 
Juneteenth Freedom Day 2024 David Douglas School District
Juneteenth Freedom Day 2024 David Douglas School DistrictJuneteenth Freedom Day 2024 David Douglas School District
Juneteenth Freedom Day 2024 David Douglas School District
 
Electric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger HuntElectric Fetus - Record Store Scavenger Hunt
Electric Fetus - Record Store Scavenger Hunt
 
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
What is Digital Literacy? A guest blog from Andy McLaughlin, University of Ab...
 
Educational Technology in the Health Sciences
Educational Technology in the Health SciencesEducational Technology in the Health Sciences
Educational Technology in the Health Sciences
 
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...
 
Standardized tool for Intelligence test.
Standardized tool for Intelligence test.Standardized tool for Intelligence test.
Standardized tool for Intelligence test.
 
skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)skeleton System.pdf (skeleton system wow)
skeleton System.pdf (skeleton system wow)
 
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skillsspot a liar (Haiqa 146).pptx Technical writhing and presentation skills
spot a liar (Haiqa 146).pptx Technical writhing and presentation skills
 
How to deliver Powerpoint Presentations.pptx
How to deliver Powerpoint  Presentations.pptxHow to deliver Powerpoint  Presentations.pptx
How to deliver Powerpoint Presentations.pptx
 
Data Structure using C by Dr. K Adisesha .ppsx
Data Structure using C by Dr. K Adisesha .ppsxData Structure using C by Dr. K Adisesha .ppsx
Data Structure using C by Dr. K Adisesha .ppsx
 
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdfREASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
REASIGNACION 2024 UGEL CHUPACA 2024 UGEL CHUPACA.pdf
 

Repped: 30 Days to a Better Online Reputation - Free Extract

  • 1.
  • 2. Repped 30 DAYS TO A BETTER ONLINE REPUTATION Andy Beal
  • 3. Copyright © 2014 by Andy Beal. All rights reserved. No part of this publication may be reproduced, distributed or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below. Andy Beal/Marketing Pilgrim LLC 8711 Six Forks Rd, #104-200 Raleigh, NC 27614 www.andybeal.com Ordering Information: Quantity sales. Special discounts are available on quantity purchases by corporations, associations, and others. For details, contact the “Special Sales Department” at the address above. Repped / Andy Beal. —1st ed. ISBN 13: 978-1493698066 ISBN-10: 1493698060
  • 4. For my beautiful wife Sheila. It would take an entire book to fully express just how much I love you.
  • 5. Contents   Acknowledgements..................................................................................... I Foreword .................................................................................................. III Introduction.............................................................................................VII What is Online Reputation Management?.............................................. 1 There’s No Such Thing as Multiple Reputation Disorder ..................... 7 Understanding Your Online Reputation Goals .................................... 11 The Reputation Six .................................................................................. 15 Actively Listen .......................................................................................... 21 Finding Your Centers of Influence ........................................................ 27 Empowering Others ................................................................................ 33 Setting Up and Building Your Social Media Profiles............................ 39 Keeping the Search Engine Spiders Happy............................................ 45 Congruence is Key to a Solid Online Reputation ................................. 51 Create Amazing Content......................................................................... 57 Funnel Your Fans..................................................................................... 61 Thank Your Supporters .......................................................................... 67 Better Press Relations .............................................................................. 73 Always Be Helping ................................................................................... 79 Don’t Talk Trash ...................................................................................... 85 Earning Trusted Reviews ........................................................................ 91 Auditing Your Google Reputation ......................................................... 97 Superbrand to Your Reputation’s Rescue ............................................ 103 Content that Rocks Google’s World .................................................... 109 The Company That You Keep.............................................................. 115 Know Your Reputation’s Weaknesses................................................. 121 Your Reputation Safety Net .................................................................. 127 Identifying Your Detractors .................................................................. 131
  • 6. The First Steps When Your Reputation is Under Attack ................. 137 When You Mess Up, Fess Up............................................................... 143 The Lifetime Cost of a Detractor ......................................................... 149 A Reputation Attack Without Merit ................................................... 155 Cleaning Up the Google Mess .............................................................. 161 Be Better ................................................................................................. 167 Conclusion .............................................................................................. 171 Index........................................................................................................ 173 About The Author ................................................................................. 179
  • 7.
  • 8. Acknowledgements IT HAS BEEN six years since I wrote my first book, Radically Transparent, and I thought—I may have actually vowed—that I would never write another book. I simply didn’t have it in me. Then, during a thirty-minute drive downtown, the concept, structure, content, and title of a new book came to me. I was on my way to the Raleigh Rescue Mission, a Christian emergency and recovery shelter for the homeless where I sit on the Board of Directors as well as teach ukulele classes. You often hear the phrase “divine intervention,” but I truly believe this was a case of divine inspiration. With that in mind, I would like to first thank God for not only giving me the idea, but giving me the stamina and eloquence to write Repped. Very closely behind, I thank my wonderful wife, Sheila. If God is my rock and foundation, Sheila is the cement that keeps it all together. She’s my best friend, my encourager, my career counselor, my spiritual advisor, and my biggest fan. She is the love of my life. Okay, mushiness aside, let’s get to the folks that helped make this book a reality. A big thank you to Erin Jones for daring to be the first person to proofread the raw draft. A thank you to Lisa Lickel for her final copy edits. Thanks also to Scott Wittig and Richie Norton for helping me navigate the publishing world as an author in 2014. I would also like to thank my previous acquisitions editor Willem Knibbe and my previous coauthor Dr. Judy Strauss— without their original support I probably wouldn’t now be in the position to publish Repped. Thanks also to Brian Solis for writing an excellent foreword to the book. I
  • 9. I would like to take time to thank all of my friends for their support, not just while writing this book, but also during the ups and downs of my career. I know I will forget someone, but that doesn’t mean I shouldn’t try! Thanks to Frank and Hope Reed, Mat and Holly Siltala, Ted and Eleanor Franks, Mike Grehan, Ben Wills, Lisa Holton, Michael Streko, Michael Gray, David Wallace, Tony Wright, Chris Brogan, Carrie Hill, Jill Whalen, Dana Lookadoo, Arnie Kuenn, David Horner, Lee Odden, Scott Stratten, Janet Driscoll Miller, Joe Hall, Joanna Lord, Brian Clark, Dean Shaw, Matt McGee, Brett Tabke, Ed Shahzade, Rhea Drysdale, Dave Snyder, Simon Heseltine, Eric Enge, Martin Brossman, and Kim Krause Berg. Wrapping up, a big thank you to all of my family: my mum Val and my nan Maud; my siblings Mat and Sam, Hannah and Kev, Royston and Ayshae; and all my wonderful nieces and nephews. Not forgetting my in-laws: Dickie and Judy; Michelle and David; and Kelton. And, in loving memory of my father, Trevor, and grandfather, Harry. Lastly, if you’ve made it this far, I’d like to thank you, dear reader. Not only did you purchase this book, but you also read it, and you read all of acknowledgements above. Thank you! II
  • 10. Foreword WITH THE SOCIAL web and proliferation of apps, smart phones and always on Internet access, we are becoming a society of accidental narcissists. I don’t believe we set out to become selfobsessed and, to be honest, it’s not all that bad. Today’s digital lifestyle made self-expression not only possible but also acceptable. Selfies! What once would have been frowned upon as anti-social and narcissistic is now a form of everyday self-expression. It’s the new emoticon in many ways. Sharing our lives is easy and it’s rewarding as friends, family, and followers react with Likes, shares, comments, et al. With each update we receive positive reinforcement and are heartened to share more. We now are at the center of our own universe and with each day that passes, we share more of our lives and encouragement pushes our behavior toward extroversion. The words privacy and publicity now take on entirely new meanings as we place on display the very thing our ancestors cherished as privileged. With each update, post, selfie, we share a bit of ourselves that in their own way contribute to a semblance of our digital persona. This, though, works for and against us… Online, just like in the real world, actions and words speak loudly. Unlike real life, though, your digital footprints are there for anyone to find on Google, social networks, and in communities. These disparate pieces are then assembled by employers, schools, friends, lovers, enemies, and anyone and everyone who wish to learn something more about you. Whether pure, sinister, or simply inquisitive, whatever the reason, today these pieces construct a III
  • 11. semblance of you and whoever sifts through your online legacy is left to their own surmise. This is too important to leave to chance. Online is the new real world. This is your life. Getting repped is something we should think about but rarely do. We should be more methodical about what we share and why. But online engagement is teaching us to think in the moment instead of anticipating how those moments collect and assemble into something we didn’t initially foresee. Andy Beal is on to something here. And, if we each think deeply about it, we are indeed the masters of our own digital fate by choosing what we share and how we reward those who guide us online. At the same time, we are also the beast of our own burden by sharing whimsically. As Andy defines, repped is the result of conscious contributions that are intentionally additive. By investing in positive reputation updates, whether for you or someone else, ratings rise. Relationships flourish. Trust builds. Thus, we enhance and shape an individual’s online profile to a more deserving standing. Again, it’s intentional. If we do nothing and continue to post along our merry way, we become the victim of chance and circumstance. What others see and assume, the impressions that form, the opinions that arise, and the decisions they make as a result are defined for us if we do not first define and reinforce what we want them to be. Think about it this way. When you look in the mirror, you see a reflection of who you are right now. What if you could transform that reflection each day into someone you hoped to see staring back at you? With Repped, we become architects of our desired reflection. If heedful, this digital reflection will ultimately work for us rather than against us. It’s more than how we see ourselves, of course. It’s the broad strokes we paint in addition to the fine detail that we dab to paint a portrait that helps us now and in the future. IV
  • 12. What separates reality from aspiration are your actions and words. You earn what you deserve. It is what we share and how we build relationships that communicate who we are, not only to those whom we know, but also those whom we wish to know as well as those who are seeking to know more about us. It takes work yes. But then again so does anything that matters in life. Where everything begins though is what’s important. Most jump into online reputation management without taking what is quite honestly the most important first step…connecting the threads of who you are, your aspirations, and who it is you want others to see. Now’s the time to consider how you want to be repped. Now’s the time to consider the value of online reputation management and come to terms with what you want to invest into and take out of your digital life and the digital lives of others. Repped will help you earn digital significance. Equally, Repped will help you bestow significance unto others. The value you assign to engagement affects what you place and take out of this so-called digital life. The value we take away must only be surpassed by what we invest. This is the foundation for your digital legacy. Give repped. Get repped. Brian Solis (@briansolis), digital analyst, anthropologist and author of What’s the Future of Business (WTF) V
  • 13.
  • 14. Introduction Repped (verb)—Slang: to add a positive reputation rating to an individual’s online profile. WHEN I SET out to write Repped: 30 Days to a Better Online Reputation, I endeavored to publish a book that would explain the complex world of online reputation management in a way that was both practical and easy to understand. In the six years since writing Radically Transparent: Monitoring and Managing Reputations Online, a lot has changed. Social media has exploded in growth and just about everyone has a Twitter account, Facebook page, or some other kind of socially connected profile. Along the way, we learned that our voices can carry much further than ever before and if an individual, business, or organization lets us down we’re not afraid to complain. Loudly. Relentlessly. Fearlessly. Who should read Repped? Repped is for everyone. It’s for the twenty-something, fresh out of college, who realizes that his student indiscretions are hampering his job search. It’s for the small business owner who’s trying to build a loyal customer base that will spread the word about their love for her products. It’s for the CEO of the Fortune 500 Company who’s trying to rebuild a tarnished company image. And, Repped is for you, because whether you realize it or not, you have a reputation to protect online. VII
  • 15. From reputation zero to hero Repped is written as a 30-day guide. Each chapter is a different day with a different focus. Just like the “get six-pack abs in a month” or “get ripped in 30 days” exercise videos that are so popular, Repped uses a similar approach. Anyone can commit to anything for just 30 days. And, if you follow through on your daily commitment, you’ll see tremendous results at the end of those 30 days. Instead of building a ripped body, you’ll build a rock-solid online reputation. My goal, my hope, is that by reading Repped you will avoid becoming the next Anthony Weiner, Amy’s Baking Company, or BP. You’ll learn that a great reputation starts with a great character. You’ll discover that the key to an amazing fan base is to be an amazing company. And that the only way you’ll keep your reputation healthy is to keep listening to your customers, employees, coworkers, and business partners. Just like a commitment to follow the exercise videos, building a great online reputation requires commitment on your part, but give me just 30 days and I promise you that you’ll get Repped! VIII
  • 16. DAY 1 What is Online Reputation Management? “Conversations about our brand are happening everywhere, and with the Internet as the great equalizer, it doesn’t matter if you know the brand intimately, or if you’ve had just one bad experience, it will be heard.” —Sir Richard Branson OVER THE NEXT 30 days, you’re going to take your online reputation from zero to hero, but before you dive in to the necessary tactics, it’s important to understand what online reputation management is, and isn’t. In Radically Transparent: Monitoring and Managing Reputations Online, my coauthor, Dr. Judy Strauss, and I spewed thousands of words in our effort to explain the concept of online reputation management. That was waaay back in 2008. Thanks to BP (oil spill), Tiger Woods (affair), and United Airlines (breaking guitars)—to name just a few—we now live in an age where most people have at 1
  • 17. 2  ANDY BEAL least a superficial understanding of the need for online reputation management. Just in case you call a large rock "home," and you’ve come out from under it just to read this book, here’s a new definition of online reputation management in one sentence: A deliberate effort to increase the number of positive Internet discussions about you, while limiting the damage of any negative ones. Easier said than done, right? Notice that online reputation management is not solely about manipulating what shows up on the first page of Google. Certainly, managing the search engine results is a vital part of online reputation management (we’ll cover that on Day 18), but there’s so much more that goes into building a great reputation, which you’ll explore over the coming days. Why should you care? Why should you care about your online reputation? Well, if you’re a farmer in Elbonia* perhaps you don’t need to worry about what people are saying about you online. And indeed, there are many individuals and companies that are blissfully unaware of their online reputation, and likely won’t ever read this. For the rest of you, a single statistic might just get your attention: 90% of us trust the recommendations of others (Source: Forrester Research) Notice, this is 90% of anyone else. Not just friends or family recommendations, but the recommendations of any random stranger that happens to have a computer connected to the Internet. With the rise of social media, you and I have placed our trust in the endorsements and critiques of complete and total strangers. Is that fair?
  • 18. REPPED  3 Ask any business owner with a 1-star Yelp review, or an individual with a Klout score of 15, and you’ll probably get “no” for an answer. However, just because your reputation is now being decided by anyone else but you, doesn’t mean that all is lost. You’re going to learn how to build, manage, monitor, and repair your online reputation. How well you succeed will be determined by one very important factor. Your character. How’s your tree? Were he alive today, our 16th President of the United States of America, Abraham Lincoln, wouldn’t make for much of a theater critic, but he might find his calling in the field of reputation management. To this day, Lincoln has one of my all-time favorite quotes on the subject: “Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing.” No, this is not a botany lesson. Instead, it’s one of the most important lessons you’ll learn in your 30-day quest for a better online reputation. Your reputation will only ever be as good as your character. Sure, just as hand puppeteers can contort their fingers to display a bunny shadow on a brightly lit wall, so too could you manipulate your reputation to be something other than your true nature. But, how long would you be able to hold that pose? It wouldn’t be long before your audience realizes that you’re not a cute, fluffy bunny after all, just a bunch of knuckles and fingernails. It’s the same with your reputation, but that’s something you can use to your advantage! As we explore different tactics for improving your online reputation, keep in mind that by simply being a better
  • 19. 4  ANDY BEAL person, a better company, a better non-profit, you’ll automatically start to improve your reputation. Take care of your tree, and the shadow will take care of itself. Not just for company brands What reputation are you trying to improve? Your personal name? Your company brand? Your products? Your… ? As you make your way through the upcoming lessons, try not to get caught in the trap of thinking that some of the advice only applies to company reputations, or skip a recommendation that you feel is aimed at individuals. I’ll be sure to point out any strategy that works better for personal versus corporate reputation management, but, for the most part, the two are interchangeable. In fact, on Day 2, you’ll see just how closely personal and company reputations are entwined. What is important is that you actually do something with the lessons you learn. Don’t wait for a reputation heart attack Fellow reputation management practitioner, Tony Wright, is constantly imploring his clients to be proactive in their reputation management. He tells them: “Trying to improve your online reputation during a crisis is like trying to eat healthy food during a heart attack.” The absolute worst time to try and improve your online reputation is during a full-blown reputation crisis. You need to start right now! Today is the day to start improving your online reputation, while things are calm, you have the resources and time— and you’re not trying to put out reputation fires. As we work
  • 20. REPPED  5 through the next 30 days, start making notes of strategies and tactics you can implement immediately. Don’t think that you can put off taking control of your online reputation simply because you don’t foresee any upcoming issues with your online reputation. You don’t want to be the farmer in Elbonia whose tree catches fire while he’s eating a Big Mac and large fries! Today’s Exercise Take an honest look at your character and make a note of any changes needed before trying to improve your online reputation. *Yes, I am big fan of Scott Adams’ Dilbert comic strip.